{"id":68695,"date":"2020-03-02T18:13:00","date_gmt":"2020-03-02T18:13:00","guid":{"rendered":"https:\/\/morningtrain.dk\/the-8-things-your-bounce-rate-tells-you\/"},"modified":"2026-04-21T07:12:08","modified_gmt":"2026-04-21T07:12:08","slug":"the-8-things-your-bounce-rate-tells-you","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/the-8-things-your-bounce-rate-tells-you\/","title":{"rendered":"The 8 things your bounce rate tells you"},"content":{"rendered":"\n<section class=\"wp-block-mt-blog-post-cover mt-blog-post-cover\"><div class=\"mt-blog-post-cover__inner page-container\"><div class=\"mt-blog-post-cover__text-container\"><p class=\"mt-blog-post-cover__tagline tagline\">Data insights<\/p><p class=\"mt-blog-post-cover__date\">2. marts 2020<\/p><h1 class=\"mt-blog-post-cover__title\">The 8 things your bounce rate tells you<\/h1><\/div><div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Your bounce rate (in Danish: afvisningsrate) indicates what percentage of your visitors land on your website without visiting any pages beyond the one they arrived on, before returning to Google, Facebook, or the channel they came from. <\/p><\/div>\n\n<figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/11\/De-8-ting-din-bounce-rate-fortaeller-dig-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure><\/div><\/section>\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#indikationer\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        De 8 indikationer\n                    <\/a>\n                                    <a\n                        href=\"#virkerikke\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        1. Sporing virker ikke\n                    <\/a>\n                                    <a\n                        href=\"#intention\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        2. Forkert intention\n                    <\/a>\n                                    <a\n                        href=\"#langsomt\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        3. Langsomt load\n                    <\/a>\n                                    <a\n                        href=\"#responsiv\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        4. Ikke responsiv\n                    <\/a>\n                                    <a\n                        href=\"#daarligtrafik\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        5. D\u00e5rlig trafik\n                    <\/a>\n                                    <a\n                        href=\"#bloggen\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        6. Meget blogtrafik\n                    <\/a>\n                                    <a\n                        href=\"#irrelevant\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        7. Du er irrelevant\n                    <\/a>\n                                    <a\n                        href=\"#nogetgalt\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        8. Website i stykker\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"indikationer\"><strong>8 things your bounce rate can tell you<\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Your website tracking is broken<\/li>\n\n\n\n<li>Your <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#indhold\">content<\/a> does not match the visitor\u2019s intent<\/li>\n\n\n\n<li>Your website loads slowly<\/li>\n\n\n\n<li>Your website provides a poor responsive experience<\/li>\n\n\n\n<li>You are paying for poor-quality traffic<\/li>\n\n\n\n<li>The blog is driving the traffic<\/li>\n\n\n\n<li>You are (ir)relevant for a given <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#soegeord\">keyword<\/a><\/li>\n\n\n\n<li>Something is seriously wrong with your website<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Most marketers understand what a bounce rate is, yet we find that only very few understand exactly what they can use their bounce rate reading for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"virkerikke\">1. Your website tracking is broken<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, it is a slightly odd place to start, but an improbably high or low bounce rate tells you that something is wrong with your tracking code. Because even though a bounce rate of 15% sounds fantastic, it is simply unlikely that you have such a low bounce rate. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below, we have described when you can assume that something is wrong with your tracking. In addition, you can see what constitutes a good, okay, or poor bounce rate. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><span class=\"mt-text-highlight\">0-30% = Something is wrong with your tracking<br\/><\/span><\/strong>No website has no bounce rate\u2014anything below 20% can safely be assumed to be due to your tracking code being set up incorrectly.<\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\"><span class=\"mt-text-highlight\">30-45% = It does not get any better <br\/><\/span><\/mark><\/strong>The internet is a disloyal and impatient place, and you have managed to tame it with your awesome content. Hats off to you! <\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\"><span class=\"mt-text-highlight\">45-60% = Average<br\/><\/span><\/mark><\/strong>It is neither fantastic nor poor, but if your bounce rate is at this level, I would generally be satisfied and focus on other, more important things.<\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\"><span class=\"mt-text-highlight\">60-85% = Poor<br\/><\/span><\/mark><\/strong>You should take action! Your bounce rate tells you that you are getting very little out of your marketing activities. Time to roll up your sleeves.  <\/li>\n\n\n\n<li><strong><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\"><span class=\"mt-text-highlight\">85-100% = Something is wrong with your tracking<br\/><\/span><\/mark><\/strong>Yes, the internet is a disloyal place, but no website has such a high bounce rate. So, good news: there is most likely something wrong with the tracking on your website. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"intention\">2. Your content does not match the visitor\u2019s intent<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A very high bounce rate may indicate that traffic coming to the website from a given channel finds that the page they are sent to does not match what they searched for on Google, or what the ad they clicked \u201cpromised\u201d them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, if you have a very high bounce rate from a given channel, I would look at which landing pages I am sending traffic to from that channel.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Identify the channel<\/li>\n\n\n\n<li>Check which landing pages people are being sent to<\/li>\n\n\n\n<li>See what the message on the page is<\/li>\n\n\n\n<li>Check what the ads\/search result promised the visitor before they visited the site<\/li>\n\n\n\n<li>Check whether it matches the experience of landing on the page. For example, if you write about advice and tips &amp; tricks, people expect to get useful advice on the landing page\u2014not just the option to contact you.  <\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bonus info!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to <a href=\"https:\/\/morningtrain.dk\/en\/what-is-inbound-marketing\/\">pull traffic<\/a> (traffic from search engines), you can actually screen <a href=\"https:\/\/www.semrush.com\/blog\/how-to-identify-intent-in-search\/\" target=\"_blank\" rel=\"noopener noreferrer\">what people\u2019s intent was with the search<\/a> in advance. In other words, you can check what people expected to click through to. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Was it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Information<\/li>\n\n\n\n<li>A video<\/li>\n\n\n\n<li>Guides<\/li>\n\n\n\n<li>Product sales<\/li>\n\n\n\n<li>Other?<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"960\" height=\"664\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Tabeller-ved-sammenligninger.png\" alt=\"\" class=\"wp-image-63230\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Tabeller-ved-sammenligninger.png 960w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Tabeller-ved-sammenligninger-300x208.png 300w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You do this by Googling the keyword in incognito mode. When you Google in incognito mode, Google does not take your search history into account, so you get a more accurate picture of what appears in the search results. <\/p>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<h3 class=\"wp-block-heading\">You can Google how to access incognito mode.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>This is interesting<\/strong>, because the top 3 <strong>ORGANIC <\/strong>results on Google indicate what people actually engage with when searching for a given term. By engage, we mean that people stay on the page for a while, click around, fill out forms, and the like. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, if you Google a term and the top 3 organic results are Wikipedia, a blog page, and suggested videos about the topic, that tells you that people\u2019s <strong>intent<\/strong> with that search is to find information\u2014preferably in a video format. That is the type of content you should present on this topic\u2014not a page that talks about how great you are as a company. \ud83d\ude09<\/p>\n<\/div><\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Matching your content to the searcher\u2019s intent will become a bigger part of <a href=\"https:\/\/morningtrain.dk\/en\/timeline-and-description-of-googles-updates-over-the-past-12-years\/\" type=\"post\" id=\"63315\">Google\u2019s algorithm<\/a> over the next few years. So, if you want to win at <a href=\"https:\/\/morningtrain.dk\/en\/what-is-seo\/\" type=\"post\" id=\"63330\">SEO<\/a>, you need to have search intent under control. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"langsomt\"><strong> <\/strong>3. Your website loads slowly<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, this is a no-brainer. If <a href=\"https:\/\/morningtrain.dk\/en\/speed-optimisation-your-website-must-not-be-slow\/\" type=\"post\" id=\"1440\">your site loads slowly<\/a>, or does not load at all, we leave the site\u2014period. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An indicator that page speed is affecting the bounce rate is that the bounce rate is high across channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the bounce rate varies between channels like in the example below, it is most likely not speed that is causing a high bounce rate from <strong>paid social<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"831\" height=\"473\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/1.png\" alt=\"\" class=\"wp-image-16799\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/1.png 831w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/1-300x171.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/1-768x437.png 768w\" sizes=\"(max-width: 831px) 100vw, 831px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If all your channels are affected by a high bounce rate, I would also check whether this applies across devices. If mobile and tablet are much slower, it may be because the site is heavy to load, and devices on 3G signals are therefore affected more than people on a fibre connection on desktop. <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"838\" height=\"266\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/2.png\" alt=\"\" class=\"wp-image-16801\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/2.png 838w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/2-300x95.png 300w\" sizes=\"(max-width: 838px) 100vw, 838px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"responsiv\">4. Your website provides a poor responsive experience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If your bounce rate is particularly high on mobile (see point 3), I would definitely go through the site on a phone to see what the mobile experience is like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Often, if your website is not <a href=\"https:\/\/morningtrain.dk\/en\/what-is-responsive-design\/hvad-er-responsivt-design-2\/\">designed responsively<\/a>, the experience becomes a wall of text, or elements overlap on mobile, which makes your visitors leave immediately.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"daarligtrafik\">5. You are paying for poor-quality traffic<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Another possible explanation is that you have targeted too broadly in your marketing, and are now simply bringing irrelevant traffic to your website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This would show up as one channel having a significantly higher bounce rate than the average across channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Feel free to review your target audience and consider narrowing it down a bit to see what it does to the bounce rate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"bloggen\">6. The blog is driving the traffic<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This point is most relevant for SEO traffic. Historically, SEO traffic has a <strong>low<\/strong> bounce rate. So if the opposite is true, check whether it is because most of your organic traffic lands on a blog page by checking which landing pages people arrive on from <a href=\"https:\/\/morningtrain.dk\/en\/lead-generation\/seo-agency\/\" type=\"page\" id=\"64811\">organic searches<\/a>.  <\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1024\" height=\"336\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/4-1024x336.png\" alt=\"\" class=\"wp-image-16805\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/4-1024x336.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/4-300x99.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2020\/03\/4.png 1407w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Blog traffic generally has a higher bounce rate, because people are often at the very beginning of their information search and therefore do not quite know what they are looking for, or their search is vague, which caused them to land on your blog post by mistake.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you have a lot of SEO traffic on the blog, a good tip is to work on moving traffic around the site more with a \u201cread also\u201d section at the bottom, or with links to other pages\/posts throughout the blog post itself. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your bounce rate is an SEO metric, so if you lower it, you will most likely see your rankings improve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"irrelevant\">7. You are (ir)relevant for a given keyword<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Your organic traffic will usually have a low bounce rate. That is because Google is getting better and better at matching the user\u2019s search with content on various websites. This also means that <strong>if<\/strong> your organic traffic has a high bounce rate (above 60%), it needs to be addressed now.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having a high bounce rate on organic traffic negatively impacts your rankings, because it indicates that you are not relevant to the topic\/not the best experience to land on for a given search.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Over time, Google will take away your rankings if it is not fixed, because Google absolutely has to show the best results first\u2014otherwise they lose their reason for existing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can use the same trick as in point 2\u2014Google the keyword in incognito mode. See what appears organically. Your content should match the top 3! Not in the sense that you should shamelessly copy it, but in the sense that if blog pages are ranking, you should not try to rank a product page. If the top 3 pages have tables or videos, it shows that people either want to compare something within the topic or want to watch a video, and then it simply does not help to write 3,000 words about the topic.    <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read more about how <strong><a href=\"https:\/\/morningtrain.dk\/en\/how-do-you-find-the-perfect-keywords\/\" type=\"post\" id=\"64307\">to find the right keywords<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"nogetgalt\">8. Something is seriously wrong with your website<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The very last rabbit you can pull out of the hat is: something must be seriously wrong with the website. I would not jump to this conclusion before you have investigated one of the other 7 points, as it can be difficult to pinpoint what is wrong with the website beyond responsiveness, speed, or the traffic you are driving in. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here are some ideas of what could be wrong:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Check with your host whether your site has sometimes been down, so that when people visited you, they were met with an Error 503.<\/li>\n\n\n\n<li>Check how many 404 calls there have been on the site\u2014i.e., people who have visited <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#doede-links\">broken links<\/a>. <\/li>\n\n\n\n<li>If people spend a long time on the page (3+ min. on average) but the bounce rate is still high, this may indicate that your content is not guiding people properly to other parts of your site.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Thank you for reading\u2014now you know everything worth knowing about bounce rates. Go make that change. <\/p>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Your <a href=\"https:\/\/morningtrain.dk\/en\/the-marketing-dictionary\/#afvisningsprocent\">bounce rate<\/a> (in Danish: afvisningsrate) indicates what percentage of your visitors land on your website without visiting any pages beyond the one they arrived on, before returning to <a href=\"https:\/\/morningtrain.dk\/en\/what-is-google\/hvad-er-google-2\/\">Google<\/a>, Facebook, or the channel they came from.<\/p>\n","protected":false},"author":2,"featured_media":68696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[396],"tags":[],"class_list":["post-68695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guide \u00bb The 8 things your bounce rate tells you | Morningbound<\/title>\n<meta name=\"description\" content=\"Most people know what a &quot;bounce rate&quot; is. But very few understand what they can infer from it. Here is everything you should know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/the-8-things-your-bounce-rate-tells-you\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guide \u00bb The 8 things your bounce rate tells you | Morningbound\" \/>\n<meta property=\"og:description\" content=\"Most people know what a &quot;bounce rate&quot; is. But very few understand what they can infer from it. 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